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Monday, November 24, 2008

From Ford, a clinic on individual employee advocacy on behalf of his company

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In a single blog post, Scott Monty has put on a clinic on how a company can bring social media to bear in the face of difficult times.

Scott, who manages Ford Motor Company’s social media efforts, has assembled his own manifesto, “How You Can Use Social Media to Help the U.S. Auto Industry.” The post is much more than an appeal for aid, though; it’s a review of the issues, a rebuttal of commonly-held beliefs, a case for federal assistance for Ford, and background that can help people draw better-informed conclusions.

And it’s all presented in Scott’s personal style, a voice that, if you’ve been reading Scott’s blog for any length of time, you recognize as his. Which brings up the most critical aspect of Scott’s manifesto: It’s on his own blog, not any of Ford’s official properties. That makes the conversation even more social. Scott doesn’t hide his affiliation with Ford, but these are his personal observations, not anything he has produced as part of his on-the-job duties.

“I don’t usually talk directly about my work unless it’s something truly worth sharing. As such, I’d like you to indulge me a little here, because there’s some important information that I would like to share,” Scott writes, adding, “I’m resorting to my blog to share what I know and what my own perspective is, and hopefully, with your cooperation, to help the ailing U.S. auto industry in the process. While I’m supportive of the whole industry, my views will naturally be skewed to Ford, because it’s the topic I’m most familiar with and loyal to.”

It’s not the first time Scott has taken to his personal blog to address a company issue; he also posted a job notice.

Among the myths Scott seeks to dispel is that long-standing leadership has no vision for the industry. Ford’s CEO, Alan Mulally, has been with the company for only two years, coming from Boeing where he was widely respected. Scott also challenges the notion that Ford has taken no actions to restructure itself or address the many problems facing the U.S. auto industry. He spends time talking about innovation at Ford, and includes a YouTube video clip of a Michigan congressman making an impassioned appeal for to the House of Representatives on behalf of his constituents—real workers who will be affected if the auto industry collapses.

Scott has also been active in the comments to the post, almost all of which are supportive. Naturally, most readers are those who already pay attention to Scott’s blog, not people looking for information on the auto industry. But where better to begin building support? Undoubtedly, some of Scott’s readers will direct friends to the post, not to mention people talking about the proposed bailout of the auto industry in places like Twitter. Plus, it doesn’t hurt for people to read comments like the one left by Bev Baldwin:

Scott, you may be a one man show in a sea of social media experts but this is the most spectacular, informative, convincing piece of edit I have read in quite some time. In short, you really are amazing. I have no doubt that Ford will persevere, and having employeed such an amazing individual like yourself, who is so passionate and diligent, you will commandeer the troops and make change! I applaud you my friend!

Now, imagine if other employees—well-informed by their employers on the challenges the companies face—could do the same in the social media channels where they participate. The authentic apeals of real employees whose jobs are imperiled will resonate far more deeply than the traditional press releases and other corporate statements typically issued by companies in Ford’s situation.

Scott also participated in a podcast interview, along with his GM counterpart, Christopher Barger. I’m about halfway through the interview and both Scott and Christopher represent their organizations well.

I can only echo Bev’s assertion in her comment: With people like Scott and Christopher—and other employees engaging in conversation on behalf of their companies—it may just be possible to change minds and galvanize support.